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Email 101: Tell Me Something I Don’t Already Know

The Point

Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. Sounds obvious, right? And even then, they should be as short as possible. Get to the point.

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Which Comes First: Lead Nurturing or Inside Sales?

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It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales. For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Do you agree?”.

5 Ways to Expand Lead Nurturing Beyond the Inbox

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However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.

Please Don’t Let Your Sales Reps Nurture Leads

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We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”. Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I talked to an account executive, got pricing, and told her I’d be in touch. A question: at this point, what kind of lead am I? But no.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

4 Key Takeaways from the 2015 SiriusDecisions Summit

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There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle. More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. Outbound is the New Inbound. Lead Nurturing Isn’t Just Email Anymore.

10 Tips for a Successful Trade Show Follow-up Campaign

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a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. Including a photo of your booth, crowded with eager, interested prospects, can help remind attendees who your company is amongst the hundreds they talked to at the show. Any response (e.g.

Is B2B Lead Generation Really This Difficult?

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Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Why is that? Here are my theories: 1. But therein lies the quandary.

A Follow-Up Strategy for Content Syndication Leads

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Please don’t hesitate to call or email me directly if I can help in any way. It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.

B2B Marketing Trends for 2016

Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B marketers will see how sales people can help. social sellers will understand that in doing so, it can only help contribute to. Technology will help marketers.

Does Creative Still Matter in B2B Marketing?

The Point

At our agency , we help clients clean up marketing data, develop segmentation strategies, and build compelling content because we know those are the minimum requirements every client needs to be effective. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. Sure, data rules the roost. I don’t believe so. List.

Steal This Technique for Your Next Sales Email

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is more effective than: “Call me to discuss how we can help.”. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper”. Hey Dan, I know you’re busy. Thanks!

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Are Agencies the Future of Marketing Automation?

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In addition to supporting the resale and “renting” of their software via agencies, marketing automation vendors would do well to also support – in every sense – a healthy ecosystem of professional service partners: agencies, consultants, and similar firms, who may not aspire to selling more software, but can, in the end, help make marketing automation clients more successful.

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How to Measure Email Success in 2015: A Call to ROI

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Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. No matter what your marketing resolutions this year – more content, better creative, etc. – no improvement matters if you can’t measure it. Nothing else really matters. Opens/Open Rate.

B2B Marketing Trends for 2016

Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B marketers will see how sales people can help. social sellers will understand that in doing so, it can only help contribute to. Technology will help marketers.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI. billion unique monthly views. Sewell, Spear President.

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29 Tips to Improve B2B Email Campaign Performance

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Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Include a text link at the top of the email to give the recipient the option to view the email in their browser. Not sure what to test?

Is Marketing Automation Right for Every Company?

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Some of those factors (as I discuss in the interview) include: • Lead Volume – the more sales leads your company generates, the greater chance that marketing automation can have a significant impact to your bottom line by helping convert more of those leads into opportunities and deals. Industry data tells us something different. That interview is now available as a free podcast.

Is Technology Making Marketing Agencies Obsolete?

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Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation. Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake?

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B2B Marketing Trends for 2016

Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B marketers will see how sales people can help. social sellers will understand that in doing so, it can only help contribute to. Technology will help marketers.

5 Key Tips for Driving Attendance at Field Events

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Not everything has to fit on an email – a more detailed agenda or speaker info is great landing page fodder and could help you close the deal. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing.

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Email Critique: Oracle/Eloqua Webcast Invite Needs Help

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The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing. Click the thumbnail image to view full-size.). Let me count the ways: 1. Who’s speaking?

Why is Inside Sales So Scared of Lead Nurturing?

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The client had only one BDR (Business Development Representative) but was generating a reasonable volume of leads with our help, so the decision was made to automate lead nurturing as a way of ensuring that every lead was responded to effectively and consistently, regardless of the BDR’s bandwidth on a given day. Once initiated, the steps are as follows: 1. Wait 2 weeks. Wait 8 weeks.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

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BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. I caught up with Brian recently to pick his brain about the sudden wave of interest in All Things Predictive. (HS)

Case Study: How One Tech Company Used Humor to Launch a New Brand

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Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”. This presented a challenge. Sungard AS was simply announcing a brand. The results were startling.

Top 10 Demand Generation Resolutions for 2014

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Segmenting your campaign into different target groups doesn’t have to mean entirely new creative; even a sentence or two can help an email be more relevant to an individual recipient. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1.

Why This Holiday Email Campaign Misses the Mark

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Sure, they can be forgiven the holiday theme (gift boxes, fir trees, snowflakes and all) – their solution does ostensibly help online merchants increase sales during this busiest time of the year. It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns.

5 Reasons to Gate Lead Nurturing Content

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Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. Landing pages help drive further engagement. A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign.

Checklist: 5 Ways to Minimize Webinar No-Shows

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Social links are typically thought of as a way to extend the reach of your campaign, but in the context of Webinars, they can also serve a helpful reminder to the person who registers and also shares his/her plans to attend. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? First, let’s talk about “optimal” attendance.

Content Selling: How Sales Can Better Leverage Marketing Content

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KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? (DC) All from helping deliver better content to prospects during the sales process. (HS) HS) What problem does KnowledgeTree solve? (DC) We call that approach Content Selling. (HS)

5 Common Content Syndication Mistakes

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It helps remind the prospect that he/she downloaded the content, and makes him/her more receptive to a follow-up call. • An immediate, relevant, courteous, personalized e-mail from the rep assigned to that lead will help ensure that no real and immediate opportunities are falling through the cracks. And yet content syndication is no slam dunk. Excessive Use of Filters.

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

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The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA] HS] What’s the key problem that Captora solves? [PA] HS] Thanks Paul!

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Research Report: Lead Gen Not as Easy as Marketers Think

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Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Predictive analytics and similar advancements will help close the gap. Just when did demand generation get this complicated? In reality, however, things aren’t quite so convoluted.

5 Tips for Successful Survey Campaigns

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Presenting a cohesive, professional design helps (a tip: use of generic, non-branded online forms devalues both your survey and the prospect’s time). I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered. And so on.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

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By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Fair enough.

How the Answer to One Question Can Tell You How to Market Your Technology

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Social media can play a key role in that it helps spread the word about a particular solution or problem. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. Which end of the spectrum are you closer to?”. How a company answers this question tells me a great deal about two things: 1.

Salesforce “State of Marketing” Report: Better Happy Than Good

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A related statistic that helps explain the massive jump in social marketing – Salesforce says that 80 percent of high-performing marketers plan to increase spending on social advertising, making it the third largest area reported for increased investment. You can download a copy of the report here (registration required.).

New Marketing Automation Buyer’s Guide Offers Valuable Advice

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TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. You can access the guide from the TrustRadius site here.). The guide also includes insights from leading marketing automation practitioners.

10 Commandments of Email Copywriting

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Write in 2nd person whenever possible – it helps connect you and your brand to the reader. Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? Thou shalt tell people What, Why, and How. Thou shalt not require scrolling. ̶

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